CEO Michelle Korsmo Calls on Restaurants to
Focus on Their Unique Value Propositions
CHICAGO, May 20, 2024
/PRNewswire/ -- Restaurants will excel by balancing the use of
technology to make the dining experience more efficient,
convenient, and personalized, while still being attentive and
customer-focused.
This message was underscored by National Restaurant Association
President & CEO Michelle Korsmo
today during her keynote address delivered to attendees at the
annual National Restaurant Association Show in Chicago. Korsmo emphasized to the owners,
operators, and suppliers present that restaurant operators will
find success by knowing their target customers.
"Thinking about technology starts with understanding the value
proposition you offer your customers, determining their needs,
wants, preferences, and behaviors and then tailoring your
technology and service accordingly. This is the high tech and high
touch approach that is critical in the restaurant business today.
It can build loyalty and ultimately lead to growth. Technology has
developed significantly in the restaurant industry. Now, each of
you are at the crossroads where you must figure out, what is that
high tech – high touch balance for your business" said Korsmo
during her remarks.
'High Tech' and 'High Touch'
According to the National Restaurant Association's 2024 State of
the Restaurant Industry report, the restaurant industry is on
track to reach record high in sales. However, the industry isn't
typically thought of as high tech. In reality, there is rapid and
widespread adoption of new technologies in the industry, with 76
percent of operators say that technology gives them a competitive
edge.
Korsmo also noted that the industry is chiefly reliant on its
people and the services they provide, reinforcing the importance of
remaining high touch and why the customer experience continues to
be the paramount differentiator for restaurants.
A Vision for the Future
"Ultimately, the experience you provide in real life is
what keeps your customers coming back. How you use technology to
interact with them is what converts new customers into regulars and
regulars into high frequency guests. Our research shows today's
customers demand new, tech-driven ways to interact with
restaurants. You must get your technology strategy right for
your restaurant. But remember, you can't have a technology strategy
that is separated from your value proposition. Ultimately, it is
your value proposition that sets you apart and makes you
successful," Korsmo said.
Determining how investments in technology should evolve over
time to meet those preferences are a crucial part of this balance,
as is using new technologies to help recruit, train and retain
employees. Korsmo reiterated that restaurants are facing labor
challenges, with operators stating their most significant challenge
in 2024 is recruiting and retaining employees.
Korsmo also stressed that rather than displacing workers,
technology will enhance job functions across the workforce. Her
final call to action to the industry: You do not have to choose
between high tech and high touch, but you do need a balance in
order to create the best possible experience for customers.
Read Korsmo's full remarks here.
Founded in 1919, the National Restaurant Association is the
leading business association for the restaurant industry, which
comprises more than 1 million restaurant and foodservice outlets
and a workforce of 15.5 million employees. Together with 52 State
Associations, we are a network of professional organizations
dedicated to serving every restaurant through advocacy, education,
and food safety. We sponsor the industry's largest trade show
(National Restaurant Association Show); leading food
safety training and certification program (ServSafe);
unique career-building high school program (the NRAEF's
ProStart). For more information,
visit Restaurant.org and find
@WeRRestaurants on Twitter, Facebook and YouTube.
Media Contact
Vanessa
Sink
vsink@restaurant.org
913.244.8837
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SOURCE National Restaurant Association